Your kids’ web activity is likely being tracked – and the data may be sold to marketers to create ads targeted at your young ones. That’s according to a major WSJ investigation into online privacy, published this past weekend. The story, by Steve Stecklow, reported that popular children’s websites install more tracking technologies on personal computers than do the top websites aimed at adults.

According to the piece, the tiny tracking tools on these popular kids’ sites (a list can be found here) are used by data-collection companies to follow people as they surf the Internet and to build profiles detailing their online activities, which advertisers and others buy. The profiles don’t include names, but can include lots of other detailed information: age, tastes, hobbies, shopping habits, race, likelihood to post comments and general location, such as city. In many cases, ads help to support free content on these sites, and advertisers often pay a premium for more targeted customer information.

Selling the data is legal, but controversial, especially when it involves young people. Many kids’ sites are heavily dependent on advertising which likely explains the presence of so many tracking tools. Research has shown children influence hundreds of billions of dollars in annual family purchases. The data collected may be used to deliver targeted ads that zero in on kids’ concerns—say, dieting ads aimed at youngsters worried about their weight, the article says.

This companion piece offers tips for how to better protect your child’s privacy online. Steps you can take include installing programs that help block ads, software to monitor children’s online activity and a low-tech, but effective recommendation: Parents who are concerned about behavioral tracking should first talk with their children about privacy online. The article provides some conversation-helpers.

Readers, what do you think of online tracking of kids’ activities? Creepy, or a necessary way to help fund free content on the Web? Have you taken any steps to help monitor your kids’ Web activity?

Comments (3 of 3)

I don't doubt that many Jugglers care about this topic, but perhaps we don't worry too much about it due to any number of reasons: Naivete, strict rules about screen time, filters already in place to prevent over-consumption of marketing ploys, etc. I care about whether my children are preyed upon, but frankly it is low on my list of worries. Sometimes my kids and I will watch a few minutes of unabashedly commercial TV and pick apart the ads quite gleefully. I figure my job is to help my children discern when they are being sold a bill of goods.

12:25 pm September 21, 2010

Amy wrote :

Oh, L, I think that is so sad. This topic is extremely important, whether or not it makes for titillating comments here or not. If we don't care about how our children are being marketed to, influenced for company profit at risk to their emotional and social health, then how can we ever change the atrocious lack of legal protections in this country against using our kids as marketing prey. If you would like a gentle, yet still horrifyingly true, education on this topic - of which this blog post only touches the tip of the iceberg - check out anything from the Campaign for a Commercial Free Childhood (google this name for their website).

11:07 am September 21, 2010

L wrote :

I don't think anyone cares about this topic. We could start a hijack though. Favorite apple recipes?

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The Juggle examines the choices and tradeoffs people make as they juggle work and family. The site provides readers with news, insight and tips on parenting, workplace issues, commuting, caregiving and other issues busy readers with families face. It is also a place for readers to share and compare their own work-and-family experiences and to seek advice and recommendations. The Juggle is includes regular contributions from other staffers at the Journal. Contact the Juggle with ideas or suggestions at thejuggle@wsj.com